This program is open to all researchers who wish to participate and are concerned with new trends and developments in marketing. and wish to enrich their research scope.

The workshop is chaired by Prof. Klaus-Peter WIEDMANN, Leibniz Universität Hannover (Germany).

This 1/2 day workshop aims to create an International Marketing Trends Radar system. By collaborating with colleagues from universities worldwide, our objective is to establish a systematic framework for collecting and analyzing marketing trends. The workshop will initiate an ongoing virtual dialogue, extending beyond the IMTC Congress, to discuss and share insights on marketing trends. The results of this dialogue will be accessible on the IMTC website, fostering further discussions. The workshop will culminate in a presentation of progress made at the subsequent IMTC Congress, followed by discussions on enhancing the framework for trend analysis and the implementation of the virtual trend dialogue throughout the year.

At our first IMTC workshop day, we would like to invite all interested colleagues to take part in the development and implementation of such an International Marketing Trends Radar system. As a first input into the workshop, two papers will be presented.

  1. Prof. Klaus-Peter WIEDMANN (Leibniz Universität Hannover – Germany): “Structuring of relevant marketing trends, their collection and analysis and presentation of a first outline of an International marketing trend radar system”.
  2. Prof. Cleopatra VELOUTSOU (Adam Smith Business School – University of Glasgow – Scotland – UK):  “Trends in Brand Management Research and Practice”.

Fee included in conference registration costs, but the participants must register specifically for the workshop via the conference registration page.

Deadline for registration: December 6th 2024.

Limited number of places.